I dislike this type of 'controversy' buzz marketing because it causes upset between Mums (stay at home and working mums). Apart from the fact that I am now aware of it (grrrrr) I think it will backfire. So many women are not career women, they simply have to go to work to pay their mortgages.
Anyway, as a marketing professional on maternity leave... outdoor advertising is over priced for the return on investment. The power of the internet and contextual advertising is far more effective as demonstrated by this post.
all it shows that this guy cannot actually advertise unless he uses something that is semi illegal, and controversial. If he was so good at advertising he would be able to advertise outdoor advertising without resorting to this behaviour.
i wonder if he would dare to say anything nasty about people on the basis of thei race or religion, or if he just says it for women.